Ben O’Connell

A new tourism campaign has been launched in the run-up to what would be Roald Dahl’s 100th birthday and the release of the film adaption of The BFG, some of which was filmed on Bamburgh beach.

VisitBritain is showcasing to the world what makes Britain a giant – and family-friendly – tourism destination.

On Monday, the national tourism organisation launched an international Where Giant Dreams come to Life film tourism campaign in its first-ever collaboration with Disney, producer of The BFG.

The film, directed by Steven Spielberg and based on Dahl’s book, was filmed at locations across Britain including Blenheim Palace, the Isle of Skye and Northumberland’s Bamburgh beach. It launches in the US on July 1 and in the UK on July 22.

VisitBritain’s £350,000 six-week digital and social-media campaign showcases magical, mysterious and dreamlike moments that can only be experienced on a trip to Britain. It features a set of exclusive images of giant landmarks in Britain including the Angel of the North, Big Ben, the Isle of Skye and the lions in Trafalgar Square.

These images, and other giant visitor experiences across Britain, are being promoted across VisitBritain’s online and social-media channels adapting its #OMGB – Oh My GREAT Britain – to Oh My GIANT Britain. The campaign also wants people to upload their own images of giant experiences and locations too.

VisitBritain/VisitEngland chief executive Sally Balcombe said: “Our collaboration with Disney on The BFG is a fantastic opportunity to promote to a global audience of millions an unexpected side of amazing, family-friendly moments that can only be experienced in Britain.

“By inspiring people to come and experience the best of ‘GIANT’ Britain we can drive growth from tourism and its economic benefits across all our nations and regions.”